Beefeater rivals Gordon’s with new pink gin

14-Feb-2018 - Last updated on 14-Feb-2018 at 10:40 GMT

In the pink: Beefeater Pink joins Pernod Ricard's other gin brands Plymouth and Seagram

Spirits company Pernod Ricard has launched a pink gin in the on-trade, rivalling Diageo-owned Gordon’s variant.

Beefeater Pink fuses natural strawberry flavours along with citrus and classic juniper botanicals and is defined as “delicate and refreshing”.

According to a report commissioned by Beefeater called Cocktails: The New Golden Era, Millennials are driving interest in cocktails with increasingly complex flavours.

The company says the natural strawberry flavour aims to give this generation of gin drinkers a “delicious, fun and visually appealing” option.

The transparent glass bottle is claimed to have been created to enhance the natural vibrancy of the gin and its graffiti-style logo is aimed at 'capturing the contrast between tradition and modernity'.

The Gin Hub

The new addition to Beefeater’s portfolio follows the success of the brand’s Beefeater 24 and is the first innovation to be launched by The Gin Hub, which is new, stand-alone entity that aims to bring together three of Pernod Ricard’s gin brands under one roof – Beefeater, Plymouth and Seagram’s gin.

Beefeater Gin brand director Eric Sampers said: “Beefeater Pink really captures what gin has become, a modern, vibrant, colourful and innovative category, where consumers are not afraid to challenge the classics and conventions.

“Distilled in London, Beefeater Pink represents the spirit of the city where convention and modernity co-exist with each other.”

The Gin Hub managing director Sophie Gallois highlighted the growth in the gin market and the potential for brands to tap into.

Booming industry

She said: “We know the gin industry is booming and there is a real appetite for new and innovative expressions that offer consumers a different drinking experience.

“In Spain, for example, the pink gin trend accounts for 40% of all value growth within the total gin category, so there is huge potential to tap into.

“I am delighted the Gin Hub is introducing Beefeater Pink. This statement drink showcases the incredible quality of Beefeater Gin, while the fresh addition of strawberry to our vibrant botanicals gives the drink its pink colour."

The spirits company advised the best way to serve the 37.5% ABV gin was with tonic water, lemonade or on the rocks with chopped fresh strawberries and served in a goblet.

Beefeater Pink will roll out across 12 countries from next month (March) before the rest of the world.